Sumários
W3 | PERCEPTION #2
25 Setembro 2024, 13:00 • Inês de Albuquerque Tomás Mateus
Decoding Meaning in Marketing
> Semiotics analyzes how symbols create meaning.
> Marketing messages analysis: object, sign (sensory image), and the interpreted meaning.
> Trend Analysis: Digital-first colors.
W3 | PERCEPTION
25 Setembro 2024, 11:00 • Inês de Albuquerque Tomás Mateus
Sensory Perception in Marketing
> Product design is crucial for success.
> Perception is a 3-step process: exposure, attention, interpretation.
> Brand experience through sight, smell, hearing, taste, and touch.
> Sensory thresholds & adaptation affect how we notice stimuli.
W2 | CONSUMER, SUSTAINABILITY AND SOCIAL WELL-BEING #2
20 Setembro 2024, 11:00 • Inês de Albuquerque Tomás Mateus
> Sustainable Consumption and Marketing: Promoting sustainable consumption patterns and developing eco-friendly products and packaging
> Addressing Harmful Consumption: negative aspects of consumer behavior, including addictive consumption, compulsive shopping, and counterfeiting. Importance of responsible technology use and ethical considerations in the marketplace.
> Transformative Consumer Research and Social Marketing: understanding consumption-related challenges and promoting positive change through initiatives like sustainable consumption, financial well-being, health equity, and digital inclusion.